A 55-Year-Old Fitness Icon Just Hired a Much Younger Agency

Jazzercise names Atlanta indie Super Nice its creative partner to reach the next generation of members

Jazzercise has been getting people off the couch since 1969 — longer than most agencies have existed, and longer than a few of the people it now wants to reach have been alive. So there’s a nice bit of symmetry in its latest move. The dance fitness pioneer has named Super Nice, the Atlanta indie founded in 2025, as its creative partner for the next chapter.

Five-plus decades meets just over one. On paper, an odd couple. In practice, exactly the point.

A brand that refuses to sit still

Jazzercise has spent 55 years proving that a workout can be both science-backed and genuinely fun, building a community-driven model that reaches thousands across the country and beyond. The challenge now isn’t relevance, it’s introduction. A whole generation knows the name without knowing the current product.

“We’re building on a strong foundation while evolving how we tell our story and connect with today’s consumer,” said Shanna Missett Nelson, CEO and Chief Choreographer at Jazzercise. “Super Nice shares our ambition to help more people discover that Jazzercise delivers both results and an experience unlike anything else in fitness.”

That’s the brief in a sentence; take a brand people think they already understand and show them what it’s become.

The agency on the other end

Super Nice was founded in 2025 by industry veterans Jared Kozel and Barry Sonders, and it has exploded into the market. The shop brings strategy, creative, production, social, experiential and digital under one roof, and its client list already reads like a much older agency’s — Norwegian Cruise Line, Lenovo, Delta Air Lines, Wegmans and Allstate. The Drum named it one of its Top 100 Independent Agencies inside its first year.

The operating philosophy is stitched into the name and the founding mantra: “A fun place to do big things.” For a brand whose entire pitch is that fitness should feel like joy, not homework, the fit is hard to argue with.

Honoring the legacy, not embalming it

Kozel, for his part, sees the assignment clearly — and reverently.

“For more than 55 years, Jazzercise has been bringing people together through movement, self-expression and pure joy,” said Kozel, Co-Founder and Chief Creative Officer of Super Nice. “Few brands can claim that kind of cultural impact or staying power. We’re excited to help honor that legacy while introducing Jazzercise to a whole new generation of people looking for a fitness experience that’s as fun as it is effective.”

The work ahead spans refreshed creative expression, expanded national marketing and new storytelling built to close the gap between what people remember and what Jazzercise actually is today.

Why it works

The instinct might be to pair a legacy brand with a legacy shop. Jazzercise went the other way — betting that the agency best equipped to reach the next generation is one still very much part of it. 55 years of staying power, handed to a team whose whole reason for existing is that big things are more fun when the people making them are actually enjoying it.

Not a bad way to start a second act.